A two-step Process for Pricing New Clients

This week's question from my portal “The Neagle Code: Directions for Life” comes from someone who wishes to remain anonymous. 

Neagle Code Question

In my business, I don’t have a specific service, package, or program that I sell. We have to build out what we’ll do for each client because I offer so many different services.

I usually can’t figure out everything they need during the first sales call. The call ends, and I tell them I will put together a scope of work and send a proposal by email. We either go back and forth and they agree…or they will say it’s too much.

It’s hard for me to price my services and get started with a new client when I don’t have the scope of work figured out right away. How can I make it easy to collect their payment info on the first call?

Neagle Code Answer

I’d recommend you use a two-step process, with two separate calls.

Use the scope of work as an evaluation process to figure out whether they’d be a good client, and also to figure out the pricing.

On the first call, gather all the information about the outcome they want. Calculate what they need.

Then, on the second call, present a package to them. That’s where the sale can happen.

If your business has a multistage process for selling, then it’s important for you to really understand what outcome they want — AND to assess their level of urgency in getting it.

Once you have a crystal-clear vision of what they want, you can paint that vision for them, based on the information they give you.

On the second call, start by saying, “OK, let’s talk about what you said you wanted…”

Repeat to them exactly what they told you, using their language.

As you take them through each piece — tie each of your services back to the outcome they want.

Do this multiple times throughout the conversation, while getting their agreement.

You’re also looking for the amount of urgency they have for doing this now.

When you’re doing an evaluation and constructing what you’ll deliver to them, you’ll have plenty of time to think about what their real sense of urgency is…versus flitting with it conversationally.

At the end of the second call, ask, “Do you have any questions about this?” Or ask if they have any questions about each piece.

If you’re answering their questions, or hearing “yeses” all the way through — you’re getting their agreement.

Present the terms of the service, how long it will take, and what’s needed to get started: “Here’s what the cost will be. I just need a credit card, we’ll get a contract going, and we can begin this today.”

This process takes a bit longer, but it’s also more solid, and you’re getting their agreement along the way

Because you’re having this interaction back and forth, they’re showing you what kind of client they are. If they can’t follow you through that multiple-stage sales process, you can be sure they’d be a pain-in-the-butt client.

If they can stick with you, answer your questions, and deal with you explaining what’s going on — all of that is confirmation you’re probably picking somebody who’d be a good client.

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